Anonymous website visitor tracking is the process of “unmasking” website visitors and then analyzing visitors’ behavior. By “unmasking” visitors, sales and marketing teams are able to discover which companies are visiting their website via reverse IP address look-up. Sales and marketing teams are able to use company names to gather firmographic intelligence. Sales and marketing teams can use firmographic intelligence in conjunction with data on visitors’ website interactions to assist in an account-based marketing (ABM) strategy.
Data gathered from anonymous website visitor tracking can be used in a number of different ABM efforts including creating a purchase intent score and website personalization. Often times, companies will not fill out a sales inquiry form, but they are still showing purchase intent indications. Sales and marketing teams are able to identify which companies are showing purchase intent indications by the type of marketing website content and the frequency at which companies view website content.
In an ABM strategy, marketing teams need to limit their marketing focus to a defined list of accounts. Anonymous website visitor tracking enable marketing teams to view results of their ABM strategy on an account-based level. Marketing teams can use this additional ABM purchase intent data to build a more accurate prospect profile when passing off a nurtured lead to sales. Because of this, marketing teams will be more accurate in measuring their marketing return on investment and overall ABM strategy.
With anonymous website visitor tracking, sales teams can leverage purchase intent intelligence in a number of different ways. Inbound sales teams can strategically “reach out” to leads when companies show purchase intent by visiting a company’s website. Outbound sales teams benefit from the improved ability to report on sales efforts. Sales can also use “unmasked” traffic data to show the impact of their day-to-day activities. For example, if sales has a in-person meeting with a prospect, sales teams can monitor any activity from this prospect. Account management teams can uncover opportunities to cross-sell or upsell sell by leveraging purchase intent intelligence of existing clients.
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